How tradition, young perspectives, and openness to new ideas create a strong community

What makes a yarn shop a place people enjoy returning to?

This talk tells the story of Lauras Wollladen as a family-run business rooted in the craft traditions of an Italian family. From these origins, the story unfolds into the present day in Cologne-Ehrenfeld.

Laura von Welck, together with her daughter Sarah Schulder, shows how this idea has evolved over time. Lauras Wollladen is understood as a modern meeting place, shaped by young perspectives, a dedicated team, and a clear commitment to continuous development without losing sight of its roots. 

At the heart of the talk is the question of how sustainable customer loyalty is built in the craft and yarn retail sector. Not through short-term measures, but through genuine encounters in the shop, active participation across both analogue and digital channels, and trust that grows over time. The talk offers insights into community building within a family business, highlighting what works in everyday practice, what has been learned along the way, and why dialogue between generations and the willingness to remain contemporary are key to long-term customer relationships.

The talk will be followed by an open Q&A session with questions from the audience.